Vorian Agency Web Analytics & Online Monitoring Tools Training Seminar by Matt Lynch – General Manager, Vorian Agency

1. Web Analytics & Online
Monitoring Tools
Training Seminar
Wednesday 18th June, 2014 10:00am – 12:00pm

2. Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager

3. Connect with Matt…
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Twitter: https://twitter.com/mattrlynch
Google+: https://plus.google.com/+MattLynchAU
Facebook: https://www.facebook.com/mattrlynch
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
YouTube: https://www.youtube.com/user/aumattlynch
Vimeo: https://vimeo.com/mattrlynch
Vine: https://vine.co/mattlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au

4. Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency

5. Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series

6. In today’s session…
We’re going to learn to view insights and data about your website and online marketing.
• Google Analytics
• Google Webmaster Tools
• Google My Places
• Google Adwords
• Bing Webmaster Tools
• URL Trends
• MOZ Open Site Explorer
• Link Diagnosis
• Xenu Link Checker
• W3C Validator
• WebPageTest.org
• Connection Monitor
• Browser Shots
• DNSBL (Email Black Lists)
• Click Tale + Crazy Egg Heat Maps
• Server Side Log Analyers
• Google Alerts
• HootSuite
• Social Mention
• Google URL Shortener +
Campaign Tagging

7. Google Analytics
URL: https://www.google.com.au/analytics/
Google Analytics not only lets you measure sales and conversions, but also gives you
fresh insights into how visitors use your site, how they arrived on your site, and
how you can keep them coming back.
Google Analytics is perhaps the most commonly used, free, and widely recognised as
the standard of web statistics. Google Analytics gives very accurate statistics on
not only traffic but also keeps track of almost everything a cookie can store
(browsers, type of OS, plugins installed, etc.) on each unique visitors. It is also
used to keep track of Google Adwords (Pay Per Click - PPC), integrates with Google
Webmaster Tools (GWT), and can be used with Apps (IOS and Android Applications).
Walk through of Google Analytics…

8. Google Webmaster Tools (GWT)
URL: http://www.google.com/intl/en/webmasters/
Google Webmaster Tools provides that direct two way communication between your
website and Google.
• Receive messages on the performance of your website as seen by Google
• Feedback on <html> improvements, use Data Highlighter, provide Structured Data,
and control your Sitelinks.
• Review Search Traffic queries, links to your site, internal link structure and also
any manual actions taken against your site by Google
• Google Index – how many pages are indexed by Google, Content Keywords across
the site, and remove URL function.
• Crawl information, errors, stats , robots.txt and Sitemaps
Walk through of Google Webmaster Tools…

9. Google My Business (Places)
URL: http://www.google.com.au/business/
• Update your business info on Search, Maps (Places) and Google+ from one place.
• Connect directly with your fans and customers by sharing news, events and other
important updates from your Google+ page.
• Stay on top of reviews from across the web, and respond to Google reviews.
• Connect to your YouTube channel, Google Analytics, and start with Adwords
Express.
Walk through of Google My Business…

10. Google Adwords
URL: https://adwords.google.com
If you use Google Adwords for your business, you’ll be able to also schedule reporting
out of Google Analytics Dashboard, and view performance inside of Adwords.

11. Bing Webmaster Tools (BWT)
URL: http://www.bing.com/toolbox/webmaster/
Bing Webmaster Tools provides that direct two way communication between your
website and Bing/Yahoo!
• Configure Your Site; Sitemaps, Submit URLs, crawl control, block URLs, Disavow
Links, add Geo-Targeting, verify ownership, Connect Pages (Social Media).
• Reports & Data; Page Traffic, Index Explorer (301, 404, Exclusions and Malware),
Search Keywords, SEO Reports, Inbound Links, Crawl Information, Malware.
• Diagnostics & Tools; Keyword Research, Link Explorer, Fetch, Markup Validator,
SEO Analyzer, Verify Bingbot, Site Move.
• Messages from Bing
Walk through of Bing Webmaster Tools…

12. URL Trends
URL: http://www.urltrends.com/
The recently redesigned Trend Report will allow you to view vital search engine
information about any url that you enter. The Trend Report will allow you to see
the Urls link popularity, PageRank™, Alexa Rank, keywords that you can find the
site by and more.
Walk through of URL Trends…

13. MOZ Open Site Explorer
URL: http://www.opensiteexplorer.org
Find out what sites are linking to your own, what anchor text they use, and the quality
of these sites.
Walk through of MOZ Open Site Explorer…

14. Link Diagnosis
URL: http://www.linkdiagnosis.com/
Find out what sites are linking to your own, what anchor text they use, and the quality
of these sites.
Walk through of Link Diagnosis…

15. Xenu Link Checker
URL: http://xenus-link-sleuth.en.softonic.com/
Xenu is a powerful search spider tool to check for broken links on your website:
• Broken Links
• Redirects (301 and 302)
• Sitemap (titles)
Walk through of Xenu…

16. W3C Markup Validation
URL: http://validator.w3.org/
This validator checks the markup validity of Web documents in HTML, XHTML, SMIL,
MathML, etc. You can also check the validation of the .CSS (Style Sheets).
Walk through of W3C Validator…

17. WebPageTest
URL: http://www.webpagetest.org/
WebPageTest will test a website’s performance and can be configured for:
• Different Test Locations
• Different Browsers
• Different consumer connection speeds (internet conections)
Walk through of WebPageTest…

18. Neustar Web Performance Test
URL: http://www.neustar.biz/resources/tools/free-website-performance-test
Neustar will test a website’s performance to:
• Monitor and load test websites regardless of size and geographic location.
• Easily understand website performance while it's in action.
• Remove web performance barriers quickly.

19. Connection Monitor
URL: http://www.steelbytes.com/
Pings hosts at regular intervals, to determine if your connection is working, and
generate a log of the results.
Walk through of Connection Monitor…

20. Browser Compatibility
URL: http://browsershots.org/
BrowserShots will provide screen shots of how your web page appears across different
Operating Systems and different web browser versions, so you can check for
compatability of the layout and appearance.
Also check out iPad Peek: http://ipadpeek.com/
Walk through of Browser Shots…

21. DNSBL (Black List Test)
URL: http://www.dnsbl.info/
Domain Name System Blacklists, also known as DNSBL's or DNS Blacklists, are spam
blocking lists that allow a website administrator to block messages from specific
systems that have a history of sending spam.
Walk through of DNSBL…

22. ClickTale
URL: http://www.clicktale.com
Heatmaps and recorded user sessions interacting with your website.
Also check out: https://www.crazyegg.com

23. There are other tools…
Google Analytics is the one of the best online analytics tool and software to track your
website traffic and stats.
There's a myriad of hosted web analytics solutions. Some are free, most are not. A few
are priced as a flat, monthly rate while others offer a tiered pricing structure
based on number of page views.
Many companies offer analytics software hosted as a service. Some common names in
this space include:
• Webtrends
• Adobe (Omniture)
• Mint
• Clicky
• Chartbeat
• StatCounter
• Piwik
• Open Web Analytics
• GoSquared
• Woopra
• Reinvigorate
• Clearwebstats
• Mouseflow
• Webalizer
• LeadLander
• Performancing Metrics
• OneStats
• MyBlogLog
• GoStats
• Clicktale
• Crazyegg
• Kissmetrics
• SiteMeter
• AWStats

24. Server Side Log File Analysers
Beware of web log file analysers. While they give decent data, the collection methods
are much different. Log analysers give you great information on what happens as
visitors connect to your servers. However, actions they take once they receive a
page from your site can’t be tracked. This includes interactive content
consumption and the URL to where they exit.
From the server we have access to:
• Error logs
• Access logs
A statistical analysis of the server log may be used to examine traffic patterns by time
of day, day of week, referrer, or user agent. Efficient web site administration,
adequate hosting resources and the fine tuning of sales efforts can be aided by analysis
of the web server logs. Marketing departments of any large organisation that owns a
website should be trained to understand these powerful tools.
… then there are programs such as Experian Hitwise, Alexa; that provide a look at
competitors in specific verticals, based on aggregated data from ISPs.

25. Google Alerts
• Monitor the Web for interesting new content
• Google Alerts are email updates of the latest relevant Google results (web, news,
etc.) based on your queries.
• Enter a search query you wish to monitor. You will see a preview of the type of
results you'll receive. Some handy uses of Google Alerts include:
– monitoring a developing news story
– keeping current on a competitor or industry
– managing your own company or personal brand reputation
– getting the latest on a celebrity or event
– keeping tabs on your favorite sports teams
http://www.google.com.au/alerts
– Another free alert solution is http://www.talkwalker.com/

26. Social Media - HootSuite
• HootSuite connects with many of the popular Social Media channels to broadcast,
amplify, and monitor conversations.
• Great for monitoring and listening.
• Google Analytics connection.
• Canned responses.
• Shortened URL.

27. Social Mention
• URL: http://www.socialmention.com/
• Real-time social media search and analysis.
Walk through of Social Mention……

28. Google URL Shortener
• To assist your marketing campaign reporting
and tracking of the efforts of links you post and
measure the effectiveness of your activities,
consider using a consistent URL shortener
such as Google’s goo.gl
• Google Analytics Campaign Link Tagging Tool
is also very useful to create tagged URLs with
campaign and source information that you can
then shorten. The results are then measured
within Google Analytics to show the
effectiveness of different mediums.

29. Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency

30. Keep Connected
After today’s session, I encourage you to explore Web
Analytics & Online Monitoring Tools further for your business.
Please feel free to connect with me if you have additional
questions:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Don’t forget to follow Vorian Agency on LinkedIn:
http://www.linkedin.com/company/vorian-agency
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au

31. Please… invite others
We would like to thank you for your attendance
to today’s seminar on Web Analytics & Online
Monitoring Tools.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our key areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.